Chapter: 4 Consumer Motivation

 Motivation is the driving force within individuals that impels them to action.

Protein bars are often designed to be delicious, moreish, and packed with
healthy ingredients. They are expertly crafted to deliver the correct nutrients
and a powerful punch of protein while still tasting great. A protein bar is
designed to be eaten post-workout, when your body is low on glucose and is in
need of a protein hit to aid recovery. In addition, they are meant to be used as
a healthy snack alternative when on-the-go, instead of eating conventional
chocolate bars or snacks. 

The motivation for protein bar is to take healthy snack, to increase protein
intake rather than taking junk food or snack, to feel energetic and as protein
bar gives a feeling of “health conscious person”.

GOALs

As all behaviours are goal oriented, we are concerned with generic goal and
product specific goal .To remain healthy, take healthy food , be energetic , take
more protein, nutrients intake is a Generic goal . Whereas by eating a “protein
bar “one can remain healthy, feel energetic, take healthy food is Product
specific goal.

Positive Goal /Approach Goal: - To remain healthy/strong take nutritious food.

Negative Goal / Avoidance Goal: - “Never miss out on nutrition”.

According to our research the rational motives for protein bar are its taste,
calorie content, protein content , price and health benefits , more preference
is for taste and then protein content.

Emotional Motives can be protein bar gives a feeling of pride, living a healthy
lifestyle, being fitness enthusiasts.
Substitute Goal:

Are used when a consumer cannot attain a specific goal he/she anticipates will
satisfy a need. The substitute goal will dispel tension.

Alternative for protein bar are eggs, protein powder, protein shakes, healthy
snacks, etc.

Failure to achieve goal may lead to frustration. One’s goal would live a healthy
life, to take healthy food supplements, to remain physically fit when not able
to achieve this goal then its leads to frustration.

Arousal of Motives:

1. Physiological arousal: - Bodily needs at one specific moment.

A protein bar is designed to be eaten post-workout, when your body is
low on glucose and is in need of a protein hit to aid recovery.
2. Emotional arousal: - people who are frustrated or tired of achieving goal
often engage in daydreaming.
3. Cognitive arousal :- Advertisements are cues designed to arouse needs ,
E.g.- “Tired already? grab a bar and get going “

TRIO OF NEEDS:

Power: If an individual is healthy and fit or of a strong physical built, he would

likely control the environment.

Affiliation: If an individual is good in strength and physicality, he will be more

socially acceptable. E.g.: Models, Sportspersons, etc

Affiliation: If an individual is good in strength and physicality, he will be more

socially acceptable. E.g.: Models, Sportspersons, etc